عنوان انگلیسی مقاله:

 Strategies for successful CRM implementation

ترجمه عنوان مقاله: استراتژی هایی برای پیاده سازی موفقیت آمیز مدیریت ارتباط با مشتری

رشته: مدیریت بازاریابی

سال انتشار: 2007

تعداد صفحات مقاله انگلیسی: 15 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده

Abstract Strategies for successful CRM implementation

Purpose: Customer relationship management (CRM) is an information system that tracks customers’ interactions with the firm and allows employees to instantly pull up information about the customers such as past sales, service records, outstanding records and unresolved problem calls. This paper aims to put forward strategies for successful implementation of CRM and discusses barriers to CRM in ebusiness and m-business.

Design/methodology/approach: The paper combines narrative with argument and analysis.

Findings: CRM stores all information about its customers in a database and uses this data to coordinate sales, marketing, and customer service departments so as to work together smoothly to best serve their customers’ needs.

Originality/value: The paper demonstrates how CRM, if used properly, could enhance a company’s ability to achieve the ultimate goal of retaining customers and gain strategic advantage over its competitors.

Keywords: Competitive advantage, Relationship marketing, Customers

Paper type: Research paper

مقدمه

Introduction  Strategies for successful CRM implementation

Today, in the business world, management recognizes that customers are the core of a business and that a company’s success depends on effectively managing relationships with them. As a result, one of the first goals that management has its employees achieve is based on a maxim such as “the customers are always right,” “do whatever it takes to deliver your promise” or something similar. All objectives are focused to one ultimate goal that is to make customers happy because they are the ones who keep the business running.

Not too long ago, many companies did not consider this an important factor and often ignored their customers with the result that many of these customers did not come back. Often, these objectives become constraints for businesses and their employees when they do not have appropriate tools, equipment, or methods to achieve this goal. Today, technology provides businesses with systems that can help companies track customers’ interactions with the firms and allow the firms’ employees to quickly retrieve all information about the customers.

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